The queues are also a great opportunity for retailers to encourage you to put unnecessary item into your basket. Point of sale displays, magazine racks, chocolate and other low cost items are often put near a counter to be easily reached by bored customer. Also the order of prices is important. It might not make any sense for us as customers, but for retailers trying to get as much as possible from our wallets it certainly does.The most expensive items are usually situated at the beginning of your visit and the cheapest at the end. This is done to play on our sense of comparison because if we have just agreed to buy an expensive item, we are more likely to spend money on items which seem cheaper.	The irrational pricing Not the pounds but pennies have a decisive effect when we are buying something. It is not because of our thrift but it is just  playing with our minds.   A good example is an irrational pricing   with which all of us have already met. It means that the price of item is $4.99 instead of $5.00, although there is only a one penny change. It is based on the fact that consumers are exposed to a continuous flow of information about prices so they store only the more valuable message, the one that comes before the decimal. For example when the price is $4.99, a consumer will recall that the price is $4.00, then maybe that it is $4.90, but rarely that it is exactly $4.99. The reason why most of us do not round $4.99 to $5.00 is the fact that rounding upward involves an additional decision which is in comparison with storing the first digits more  complicated. Therefore customers’ perception is that they are getting a better deal than they in fact do.
Nowadays, the advertising pressure on a consumer is so strong that it seems the consumer is gradually becoming indifferent or even resistant to any kind of advertisement. Most of us are only aware of the advertisement on television, billboards and in newspapers, and completely forget about the ambushes of marketing and advertising strategies masterfully affecting the hesitant customers in shops and supermarkets. Have you ever wandered into a shop with a list of a few things to buy, and an hour later you found yourself leaving with twice as many? You might not be aware of it but there is more to it than just a sheer chance or your frivolous nature. The retailers invest heavily in making their shop a bit more special, and always come up with a little something that will make you spend your money in their shop instead of competitor’s. Because every penny counts... These days, department stores and supermarkets are based on detailed analysis of consumer behaviour attracting ever more customers and ever higher profits. So what shall we do in order not to succumb to the temptations of retailers?  What tricks do the retailers play on us?	The exterior and interior of department stores To attract people, the big supermarkets and department stores often make use of front mirrors. It is a human nature to stop and look at oneself in the mirror, so the mirror is used as the means of slowing down the traffic and making people spend some time in front of the shop. Another method of making the customer interested in shopping is simply providing him with a “sightseeing tour” around the multi-level department store. Escalators present a great opportunity of doing it. In order to get to another floor, one has to walk half way around the level to find the next connecting escalator. And that is not by accident. This way of escalators arrangement encourages the customers to see more of the store. Also the flooring is important. Various types of flooring are often used to direct customers around the store according to retailer’s wishes. Department stores use the differences between the tiles to navigate customers and hold them in certain places. Some supermarkets use a trick to place slightly smaller tiles on the floor in the more expensive aisles of the shop. This makes customers think they are moving faster and thereby subconsciously slow down and spend more time in the particular aisle. Have you ever noted that supermarkets do not have many windows? This is also purpose-made. The main aim is to remove the shopper from contact with the outside world and constraints of time (seeing it is going dark outside). The big shopping baskets are practical not only because of carrying items but they can also increase the chances of multiplied purchases, because people usually feel embarrassed to take a basket with one item to the counter.	The placing of goods The fact that the most expensive kinds of goods are situated in a prominent position and in height of eyes is well-known. However, there are still many other factors connected with the way of placing of goods into the shelves, which can cause an unreasonable buying that we are not even aware of. Some customers, particularly men, buy simply what they want, walking down the aisle, grabbing what they need. Then they turn back and just walk out the way they came. This is called the 'Boomerang Effect'. But the retailers do not forget about this kind of shoppers either, and they place the major items and brands in the middle of aisles to ensure that the customer has to walk from any direction the furthest to reach them. The idea “Go to the back” works on the same principle. It means that the essential foodstuffs, such as bread and milk, are placed at the back of the shop and people have to pass by many different products, so the possibility of unreasonable buying is higher.  For example  the changing rooms in clothes shops are almost always situated at the rear of the shop. Most of people are right handed.  According to this matter of fact, a prominent display is usually situated on the right, exactly like the major items, so for a big majority of people it is natural to reach to the right.